The 10x rule ffirs indd I 3/14/11 10: 22: 47 AM ffirs indd II 3/14/11 10: 22: 47 am the 10x rule The Only Difference Between Success and Failure Grant Cardone John Wiley & Sons, Inc

value. Relative worth, utility, or importance.
value-add. Creation of a competitive advantage by bundling, 
combining, or packaging features and benefi ts that result 
in greater customer acceptance.
value proposition. Mix of goods and services and price and 
payment terms offered by a fi rm to its customers.
vein. A bed of useful mineral matter.
vendors. Manufacturer, producer, or seller.
verbalize. To express something in words.
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Glossary 
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Vikings. Norse traders and adventurers who ruled the seas in 
Medieval times but whose culture and activities died out 
during the expansion of the Christian world.
Vince Lombardi. (June 11, 1913–September 3, 1970). He 
was the head coach of the Green Bay Packers of the NFL 
from 1959 to 1967, winning fi ve league championships 
during his nine years. Following a one-year retirement 
from coaching in 1968, he returned as head coach of the 
Washington Redskins for the 1969 season.
Wachovia Bank. Based in Charlotte, North Carolina, a 
diversifi ed, wholly owned fi nancial services subsidiary of 
Wells Fargo. Wachovia Corporation was purchased by 
Wells Fargo on December 31, 2008, and it ceased to be 
an independent corporation on that date. Over the next 
three years, the Wachovia brand absorbed into the Wells 
Fargo brand. Wachovia Corporation’s stock was traded on 
the New York Stock Exchange under the ticker WB.
Wall Street. 
A 1987 fi lm about a young stockbroker who forms 
an apprenticeship with an immoral corporate raider.
Wal-Mart. An American public corporation that runs a chain 
of large discount department stores. It is the world’s larg-
est public corporation by revenue, according to the 2008 
Fortune Global 500. Founded by Sam Walton in 1962, it 
was incorporated on October 31, 1969, and listed on the 
New York Stock Exchange in 1972. It is the largest pri-
vate employer in the world and the third-largest utility or 
commercial employer.